Two-Way Street

PR, social media, events and incentives – Collaboration & communication ideas for demanding businesses from The Castle Group's Mark O'Toole

Posts Tagged ‘Shortbord’

Promoted Tweets: Is it worth managing your reputation?

Posted by thecastlegroup on April 15, 2010

Twitter announced its initial advertising platform this week. Promoted Tweets give advertisers the capability to place ads over Tweets in real-time, based on key words; ads will hover over the Tweet to stand out.

The ad guy in me loves it. Real-time reminders and brand-building whenever someone mentions “coffee,” for instance. The PR/brand guy in me — well, he’s a little nervous.

Pundits and strategists are burning up the Internet talking about this new reputation management tool. Think of the possibilities, they say — what if Toyota could apologize via a Promoted Tweet to everyone who complained about a technical issue? That’s gold, right?

I’m not so sure. As media consumers, we will get used to advertising on social networks, and we will see additional creative platforms like this one from Twitter as these networks evolve.

As social consumers, we are even starting to welcome targeted advertising — if it’s relevant to my interests or my geography,  I’m cool with the sponsorship. Companies like Shortbord are even thinking of ways to pay me to act as a conduit for sponsors.

But who will drive the reputation management side of Promoted Tweets? The ad folks? Will we see a string of brand-reinforcing but otherwise empty messages in response to a crisis or other negative incident? Will the sponsor Tweets turn into viral fodder — in a bad way?

The issue will be how brands maintain authenticity through a sponsored Tweet in response to a reputation management issue. This opens a whole new path for the public relations world to operate in social media. PR most often is the marketing discipline behind reputation management and crisis communications. Communications firms are used to acting and responding in real-time.

This will be an interesting development to watch. Brands — be aware that your reputation cannot simply be wrapped up in a nice Twitter ad. The public wants some meat on that bone.

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